Advertising spend breakdown by Buying Stage

Andy Silverman

Is there a way we can see how much we've spent on advertising towards accounts in specific Buying Stages during a specific timeframe? For example, we're trying to see how much we've spent on Awareness stage advertising vs. other stages. 

The only way I can think of doing something like that is if we had segments for each individual Buying Stage and were advertising to each of those stages separately (our campaigns aren't set up that way).

Appreciate any ideas!

Kyle Dugan

Hi Andy,

That's a great question. The only way I've ben able to do this, is by using segments for each stage like you describe above. Let me take this to our product team and see if this is something that could be an upcoming reporting feature.

Andy Silverman

Thanks @Kyle Dugan - appreciate your response.

Tony

This is a cool idea… I'll be sure to mention this to our team working on advertising and reporting.

In the near term, I have one other suggestion: this won't let you see spend by stage, but it'll let you see the number of accounts, opportunities and closed/won revenue by stage for all accounts that you've advertised to. First, create a segment with a filter for "Media impressions served >1 in the last X days". Then use that segment to run a Segment Performance Report organized by buying stage. That report will show you a visualization by stage with the number of accounts, number of opportunities and dollar value of closed/won deals.

Good luck!

Tristan B

@Andy Silverman thanks for the idea! Curious how you would attribute a buying stage to an account that has changed buying stages and been advertised to multiple times in the selected time period?

Andy Silverman

@Tristan B I'm not positive how it would work or if it could work at all but our goal was just to determine how much of our budget is going to each buying stage in a given time period. But totally understand that accounts are constantly moving between stages so it might be pretty hard to capture.

Andy Silverman

Thanks @Tony I'll give that a shot!